A Comparative Study Of Eye Movement Behavior And Space-time Behavior Of Tourists

In psychology,the theory of planned behavior is a theory that links people’s cognition and behavior.The theory points out that attitudes towards behavior,subjective norms and perceived behavioral control together shape individual behavioral intentions and behaviors.Therefore,tourists’ planned behavior is a process in which tourists search for relevant tourism information,select tourism destinations and transportation,and formulate tourism plans.The study of tourism decision-making process is very important for understanding tourists’ behavior,and still needs further study.With the continuous innovation of technology,it is possible to study tourists’ inner world and analyze their planned and actual behavior.Eye is the window of mind.Eye tracking technology is a method and tool to understand people’s natural response to external information stimulus.Combining with GPS tracking technology,it provides a technical possibility for comparing tourists’eye movement behavior with actual behavior.In this paper,a field experiment method based on eye tracker and mobile phone APP GPS tracking technology is used to study the difference and relationship between tourists’ eye movement behavior and space-time behavior in the actual scenic area.Based on the theories of planning behavior theory,eye movement theory,tourists’behavior and time geography,this paper analyses and compares eye movement data with GPS tracking data.In order to avoid the influence of tourism experience on the experimental results,94 volunteers who first visited Baotu Spring Park in Jinan City,Shandong Province,were selected.A total of 62 samples were used for analysis.Firstly,the volunteers read the map of Baotu Spring Park,and the eye movement tracking was recorded by eye tracker.After completing the eye movement experiment,the volunteers installed GPS tracking APP on their mobile phones and completed a short electronic questionnaire in the APP.The volunteers opened the GPS track recording function during the whole process of visiting Baotu Spring scenic area.The purpose of this field experiment is to obtain eye tracking data in the process of tourists’ planned behavior and to obtain GPS tracking data in the real tour process;eye tracking experiment studies tourists’ eye movement behavior in order to understand tourists’ behavior intention;through GPS tracking data,tourists’spatio-temporal behavior can be analyzed;finally,the correlation between eye movement cognitive process and spatio-temporal behavior is studied.On the basis of literature review,the author puts forward three research hypotheses:the consistency between eye-movement-gazing scenic spots and the actual scenic spots(hypothesis 1),the consistency between eye-movement-gazing scenic spots and the actual scenic spots affected by the number of gazes(hypothesis 2),and the consistency between eye-movement-gazed scenic spots and the actual scenic spots affected by the length of gaze(hypothesis 3).The above three hypotheses have been verified by the comparative analysis of eye movement data and temporal and spatial behavior.Understanding the relationship between eye movement and space-time behavior can not only help us better understand the process of formulation and implementation of tournsts’planned behavior,but also provide research support for predicting tourists’behavior and optimizing tourism routes.Research shows that most of the sights visited are included in eye tracking scenic spots.This study lays a foundation for the construction of tourism flow forecasting model.With the support of large data platform,tourism operators can achieve market segmentation,accurate marketing and dynamic forecasting of tourist flow in scenic spots.The results of this study can not only be used to optimize tournsts’behavior and improve the quality of tourists’ experience,but also provide technical support for the fine management of tourist destinations,thus contributing to the improvement of tourism service quality and the promotion of high-quality development.